Black women owned 1.3 million businesses that generated $52.6 billion in revenue in 2015, according to an American Express report. Yet our ventures make less money and hire fewer employees than those of women of other races. So this summer ESSENCE launched Leap. Run. Grow., an initiative designed to help women at different stages of business improve their chances of being successful. Here, small-biz expert Kathey Porter coaches three entrepreneurs on how to strike gold.
Tracey West, 45
Tracey West Irresistible Pound Cakes, Atlanta
When Tracey West was growing up, her Aunt Ola’s pound cake was the centerpiece of every family function. So after her aunt died, West sought to keep her memory alive by sharing the treasured dessert through an Internet-based business. “I became an entrepreneur to continue her legacy,” West says.
Launched in February 2012, Tracey West Irresistible Pound Cakes sells five variations, including butter rum and red velvet. West used her own funds from her job as a project manager to convert her basement into a commercial kitchen.
In the past year, West has received certifications from the National Minority Supplier Development Council (NMSDC) and the Women’s Business Enterprise National Council (WBENC), which help her to find contracts set aside for minorities and women. However, her growth has hit a snag. Though five stores want to carry her pound cakes, she hasn’t been able to capitalize on these opportunities due to time constraints and the limitations of her kitchen. She has reached out to co-packers, companies that manufacture and package food products for businesses, but most will only work with enterprises that produce bigger orders than West currently does. “I’m in a situation where the requests for my products are at a volume that’s too much for me to handle on my own, yet too small for a co-packer to assist.”
Challenge: Taking the venture full-time while increasing production.
PORTER’S PRESCRIPTION FOR SUCCESS:
Focus on the funds. Over the next 12 to 18 months, West should aim to save enough to handle day-to-day living and business expenses, Porter recommends. “Entrepreneurs should also have an emergency fund to cover unexpected business costs,” says Porter. “Tracey should have an additional three to six months [of savings] to cover contingencies.”
Use networks to her advantage. West has had difficulty finding a co-packer that will work with her, but she needs to secure a contract manufacturer that can replicate her recipe and sufficiently fill large orders, giving her the freedom to concentrate on other aspects of building the company. Her involvement in the NMSDC and WBENC can be beneficial, Porter says. Those organizations have developed relationships with co-packers and other businesses that are willing to collaborate with their members, so West should ask them for assistance in making a connection.
Clarify her brand. While she has received interest from consumers, retailers and corporate clients, those are all distinct markets, Porter points out. West doesn’t necessarily have to choose one over another, but she might want to keep them differentiated by developing specific packaging for each market, for example. Being clear about her core client will help her to better articulate her strategy for bringing in business.
Candice Cox, 35
Candid Art, Oakland
Burnout from being a sales executive for nearly a decade led Candice Cox to seek out an artistic hobby. “I’m a creative person at heart and I felt like I was being stifled,” she says of her stint in corporate America. After watching jewelry-making videos on YouTube, she poured her energy into her own handcrafted creations. In 2011 she was inspired to establish CanDid Art to showcase and market her work.
Cox started off small, selling her pieces on Etsy. Eventually, a couple of boutique owners heard about her jewelry and approached her about carrying some of her pieces in their stores. It was at that point, “I realized this is a business and I need to treat it as such,” she says.
So she dusted off the sales skills she had learned in her job, and started making cold calls and visiting retailers to tell them why they should carry her work. Her efforts paid off, as her jewelry can now be found in more than 30 outlets, and is featured in the gift shop at The Museum of Contemporary African Diasporan Arts in Brooklyn and at the Smithsonian’s National Museum of African American History and Culture in D.C. Her line has also been sold at festivals across the U.S., including Essence Fest.
But now she’s reached an impasse. While she currently works full-time on her business and has four part-time employees, most of her days are spent designing, leaving her unavailable for activities such as attending trade shows and fairs. She also must solicit new business and respond to product requests all while creating her jewelry. In addition, she believes her business could benefit from a customer loyalty program.
Challenge: Keeping up with growth without sacrificing personal detail.
PORTER’S PRESCRIPTION FOR SUCCESS:
Find low-cost staffing. Because Cox’s jewelry is handmade, she should strive to build a creative team. A good resource would be to contract students from art colleges, Porter suggests. “They have the specialization in jewelry making that she requires and should be more open to learning her desired methods,” she says. Cox should also consider internships so the students can get college credit while providing the capacity she needs at a lower cost. Over the long term, she may want to think about hiring a full-time operations manager to oversee business relationships.
Outsource sales to a broker. Cox could utilize the service of an independent broker or consultant who specializes in jewelry to assist with developing and implementing a sales strategy. A broker could secure meetings with potential accounts and stores. Depending on the terms of their contract, most brokers will only be compensated once a deal is signed, so Cox would only be paying for performance, Porter adds.
Use automation. Porter suggests that Cox look into customer relationship management programs available on the market, such as Salesforce and Infusionsoft. They organize contacts, schedule e-mail correspondence and follow-ups, and track sales. “This is also a project that could be outsourced and managed by one of her part-time employees,” adds Porter.
Mirta Desir, 32
Smart Coos, New Orleans
Having immigrated to the U.S. from Haiti at the age of 6, Mirta Desir struggled to learn a new language. So when she became pregnant with her daughter, Naya, she knew she wanted her child to be multilingual. She couldn’t find a convenient service to teach her toddler, so Desir created her own.
In 2014 the former civil rights attorney founded Smart Coos, an education technology firm that provides live language classes and language assessments for children via the Internet. To come up with an initial $100,000 to get the business off the ground, Desir pitched the idea to investors at competitions for entrepreneurs and raised money from friends.
Since Smart Coos started, it has experienced about 21 percent growth month over month, Desir says. The company also closed on a $100,000 deal last year, and a handful of licensing agreements and paid pilots with schools are in the pipeline. This year the business has been featured as one of American Airlines’ innovative companies and was accepted into the Unreasonable Institute’s Early Childhood Accelerator, a program designed to provide resources for entrepreneurs developing solutions to help low-income children.
But major growth comes at a cost. With plans to service a couple thousand more students as early as next year, Smart Coos will need to change its platform significantly and hire more staff to handle the demand. While Desir has attracted small investors in the past, her challenge has been engaging with large-scale financiers willing to pour significant funds into the company. She hopes to raise $1 million from backers to move the company forward.
Challenge: Raising major capital to scale and grow the company.
PORTER’S PRESCRIPTION FOR SUCCESS:
Focus on training. As the visionary and face of Smart Coos, Desir will need to develop her team to manage the daily aspects of the business so she can put her energy into securing funding from large investors. In order to do this effectively, she should provide her employees with professional development training, Porter says. She should also delegate someone to manage the routine operations and give her updates.
Create an advisory board. Desir should actively solicit connected people in the industry to participate. Says Porter, “This is a group of strategically selected professionals who have a common interest in her and the success of her company, providing key advice, mentorship and strategy planning for the direction of the company as well as access to their networks.”
Make diversity pay off. There are groups that actively seek technological ventures by women of color to fund, Porter points out. For example, NewMe is an accelerator program that helps raise venture capital for nontraditional business owners in Silicon Valley, while Minority Venture Partners has done the same thing for women and minorities in the New York City metropolitan area.
Tamara E. Holmes is a writer in Washington, D.C.
Bridal Bliss: Ozioma And Obi Tied The Knot In Stunning Fashion At A Castle In Barcelona
Four years after their wedding celebration was postponed due to COVID-19, the couple went big, in planning and opulence, with their destination wedding in Spain.
Ten years before Ozioma and Obi said, “I do,” they were just young pre-med students preparing to work hard to make their dreams come true. They didn’t expect to find love in the process.
Introduced in 2014 by a mutual friend and classmate, Ozioma, from Baltimore, and Obi, from New York, felt an instant attraction and even became study partners. Shortly after, the two began dating, and while they’d find themselves separated as they started medical school, the distance couldn’t keep them apart. Love began to grow, and after completing their programs, they did their clinical rotations in Miami, living together and solidifying their bond.
“Obi has consistently brought a sense of peace to my life,” Ozioma tells ESSENCE. “He makes me feel safe, and I never have to worry about anything when he is around. My friends and family always say, ‘Obi does not play about Ozy,’ which is very accurate.”
And she doesn’t play about him, either. Obi notes that her care for him and those around her, even her pups, let him know she was someone he needed. “Her consistency sealed the deal for me,” he shares. “Despite the ups and downs, she was always there—making sure I ate, was taken care of, and stayed connected with her friends. She genuinely took care of those around her — especially her dogs. She did not feel the need to go out all the time, but when she did, it was always joyful and a good time.”
By 2018, he was ready to propose. And while a grandiose proposal is nice, sometimes the more simple gestures can be just as impactful. According to Obi, he asked for her hand while they road-tripped from her native Baltimore to Georgia, where they would complete the same residency program together.
“As I navigated to Baltimore, memories flooded my mind, but it was a heartfelt conversation with my mother that truly encouraged me to take this leap,” he recalls. “I chose to seize the moment and popped the question during our drive to Georgia, which marked the start of our lives together.”
In the summer of 2019, they had their traditional Nigerian wedding and planned to have their white wedding in October 2020. But, of course, COVID-19 made that impossible. The couple canceled their original plans and opted for a courthouse ceremony, hopeful that they’d have their big celebration soon enough. But a postponed wedding didn’t stop them from starting their lives together. The pair welcomed their first child, a daughter named Zara, and during their babymoon to Barcelona prior to her birth in 2022, they fell head over heels for the locale.
“During that trip, I instantly fell in love with Barcelona because of its beauty, the beaches, shopping and nightlife, and of course, the food!” Ozioma says. After stumbling upon a stunning venue on Instagram, the Castillo de Sant Marçal, a restored castle dating back to the 12th century, they locked it down and prepared to tie the knot in Spain. On October 22, 2024, four years from their original white wedding date, they did just that. From the extravagant aisle Ozioma journeyed down with her father to marry her soulmate to the incredible decor, including flowers from the floor to the ceiling, and a combination of sparklers inside and fireworks outside, after the pandemic tried to put a damper on their efforts to celebrate their love, they joyously went all out with their young daughter by their side. The day was a dream come true.
“My planner and her team perfectly executed my vision,” Ozioma says. “I couldn’t have been happier after planning for this day for such a long time. It was truly a day filled with joy and love.”
This is evident when you take a look at the couple’s gorgeous wedding album, shot by star wedding photographer Stanley Babb. Learn more about their love story, how their day came together, and what their future holds in this week’s Bridal Bliss and the relaunched video series “Behind Bridal Bliss” — just in time for Valentine’s Day!
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Sitting Pretty
“Over the past 11 years, Obi has demonstrated intentionality and unwavering care for me from the big to the small moments,” says Ozioma, captured on a bed of white roses during wedding prep. “I have no doubt he is my person.”
Stanlo Photography
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A Dapper Dude
Obi puts the finishing touches on his look, with a little help from his friends. When asked how he knew Ozioma was his soulmate, he says, “I tend to be logical, so I knew early on she was my person, during our prep class for medical school. Her discipline and priorities were clear—she cooked twice a day, stayed very connected with her family, had a close-knit group of friends, and maintained a strong sense of faith, all while managing her classes and daily studies.”
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Gorgeous Girls
“In practice, I knew she was the one during our second year living together in Miami during med school rotations. That’s when I truly got to really know her. I met most of her friends, and they were all solid, decent people,” Obi says. Ozioma is pictured here with a few of her closest friends, her bridesmaids.
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The Groom and His Men
Obi shares a light moment with his groomsmen during pre-wedding portraits.
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The Bride’s Tribe
The ladies served looks during their last pre-wedding portraits together. The bridesmaids’ gowns were made by image consultant and bridal stylist King Aiyéh, who helped Ozioma obtain her own Matopeda Atelier gown.
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Ready for Love
A gleeful Obi is captured in his ensemble, a look by Uomo Migliore. He would wear two suits from the designer, and the groomsmen wore the designer as well.
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The First Look
We love the excitement both parties expressed when they saw each other for the sweet first look moment. “I envisioned a gown that would shimmer with crystals but was still elegant and timeless,” Ozioma says of her look. “Also, given that our wedding was set in a castle, I wanted my gown to reflect a fairytale ambiance. Matope brought my dream to life. I was very happy with my wedding gown.”
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The Road to the Altar
The aisle leads to the altar, which was placed in front of the steps of the stunning Castillo de Sant Marçal.
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Obi the Father
“The little girl Obi helped walk down the aisle is our 23-month-old daughter, Zara Adaora,” says Ozioma. “It was a surprising moment because during the wedding rehearsal she was shy and would not walk down the aisle.”
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Here Comes the Bride
Escorted down the aisle by her father, Ozioma looked good — and more importantly, she looked overjoyed to be making her way to her soon-to-be husband. She says it’s one of her favorite moments from the day.
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Reading of the Vows
Ozioma and Obi exchanged vows as the ceremony commenced. They, along with the castle, were lit up in a lovely way as the sun set while the event was underway.
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An Extra Special Kiss
Obi kissed his bride as sparklers and colorful smoke were let off behind them.
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A Family Affair
The couple took portraits with many important guests, including their parents. We love this image of Ozioma and Obi with a VIP, their daughter Zara.
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The Reception
While the wedding was outside, the reception was inside the castle. The hall space was elaborately decorated, with stunning chandeliers sitting among beautiful florals. Elisa Bertrán was responsible for all the flowers, and the wedding planner, Priscilla Llorens Corbellini, made the couple’s vision a reality.
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Happy Campers
“My favorite moment was watching my wife’s reaction when she saw the inside of the wedding venue,” Obi says. “She had put so much effort into bringing her vision to life, and seeing it all come together was truly special.”
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Spray Me
As the lovebirds made their entrance for the reception, they had to make a beeline to the dance floor, where they were met by their guests, ready to spray them with money and dance with them.
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The First Dance
After being welcomed in, Ozioma and Obi took to the dance floor again to two-step together for the first time as husband and wife. Cold sparklers went off to mark the moment.
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Daddy-Daughter Dance
Obi shared a special dance with all of the women in his life, including Ozioma, his mom, and as you can see here, the littlest lady he loves.
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This Calls for a Spray
Of course, it was only right that father and daughter were sprayed by loved ones, including the proud bride who hit the dance floor with a large stack of dollars.
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Let Them Eat Cake
The couple cut the towering creation that was their wedding cake during the reception fun. Clearly, a regular knife couldn’t do it justice, so they utilized a sword.
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Baby, You’re a Firework
Everyone stepped outside to enjoy a firework show, and the couple were in their element as the sky sparkled.
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A Second Look
“Khris designed and created my silver after-party dress, inspired by Tina Turner,” says Ozioma. “It embodied a carefree, celebratory vibe as the wedding came to an end.” Obi was in another look by Uomo Migliore, whom he lauds for creating elegant, charming and fashion-forward looks that felt in step with Barcelona style.
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It’s a Circus in Here
During the reception, in addition to dancing the night away, guests enjoyed performances from a stilt walker and juggler.
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What the Future Holds
“We are excited to spend the rest of our lives together, and to experience all that life has to offer,” the bride says. “We both share a love for traveling, and we cannot wait for many more adventures and exploring new cultures along the way. Above all, we are truly each other’s best friends, and we are thrilled to see what the future holds for us.”